This study seeks to answer the following research questions: which stereotypical linguistic profile characteristics and/or typical linguistic profile characteristics, if any, can be found in the old film and the new film respectively? Does the time difference between the films seem to have affected the female characters’ language use, if so in what way? Works by Lakoff (2004), Coates (2004) and Holmes (2013) are used to create a profile for stereotypical female speech and a profile for typical female speech. These profiles are applied to the transcripts of two Disney Princess films; one old film representing the classical Disney Princess films, and one new film representing the modern Disney Princess films. In order to suit this study all non-conversational utterances such as singing, and non-human utterances, are removed from the transcripts. The features are counted and then converted to frequencies of 1 feature per 100 words, in order to account for the differences in amount of words uttered. The results show that stereotypical features as well as typical features are present in both films. However, the old film contains more stereotypical features than typical features, and the new film contains more typical features than stereotypical features. Therefore, it would appear that the old film presents a more stereotypical image of women than the new film. Furthermore, the results indicate that power relations, and not just gender differences, play an important role in both films. The importance of these power relations would benefit from further investigation in future studies.

The current study examined children’s stereotypes about sexualized girls. Elementary school children (n = 208) from the mid-South between the ages of 6 and 11 completed a survey assessing their stereotypes about sexualized girls and non-sexualized girls. Participants were asked to justify, in their own words, their responses to several stereotypic evaluations. Children’s cognitive development was analyzed through classification skill as a moderator of belief in stereotypes about girls. Results revealed that children perceived the sexualized girl to be more popular and better liked by boys than the non-sexualized girl. However, the sexualized girl was also rated as less athletic, nice, smart, and typical than the non-sexualized girl. The non-sexualized girl was reported to have nicer clothes and was someone the participants would rather be friends with than the sexualized girl. Girls believed that they dressed more like and looked more like the non-sexualized girl than the sexualized girl, however, they had no preference for which girl they would rather look like. Classification skill moderated the endorsement of these stereotypes, such that high classifiers were more differentiated in their answers than low classifiers. Thus, the current study suggests that children have unique stereotypes about sexualized girls.

This study examines gender typing of industrial products in the activity of industrial design. Thus firstly, the meaning of gender, related theories and gender stereotypes have been reviewed through the literature survey in order to pinpoint the stereotypical attributes assigned to men and women through society and culture. Secondly, the effect of the stereotypical gender attributes on the act of possessing products have been examined. In return, a literature survey on the cognitive aspects of design has been conducted in order to question whether these gender attributes might have a similar impact on the design activity. The findings of the literature survey pointed towards categorical information processing theories as an appropriate tool to gender type products and also as a tool to measure the gender qualities of a product. To test the applicability of the methodology of categorization a study has been conducted with industrial designers and industrial design students in which the students were asked to design gender typed products and industrial designers were asked to rate their perceptions of genderedness of the designs. The test revealed the existence of a mental library consisting of categorized images corresponding to stereotypical gender attributes in the individuals, thus preparing the grounds for the use of this process in the industrial design activity.

abstract: I examine how gender stereotypes influence the campaign advertisements utilized by candidates for state supreme court and how these gender stereotypes influence how voters react to these advertisements. Gender stereotypes have been found to have a profound impact in races for other offices (e.g., legislative, executive), but there is a lack of research on the role of gender stereotypes in state court elections. In my present research, I first conduct a content analysis of state supreme court advertisements over the course of four election years, looking specifically at how the candidates describe themselves in their advertisements. Based on these findings, I create advertisement scripts where I vary the gender of the candidate and the type of message employed by the candidate in order to test how the gender of the candidate and the content of the messages influences voter impressions of judicial candidates. In a second experiment, I create video advertisements based on these scripts and test how the video advertisements, as well as the candidate’s gender, affect impressions of these candidates. My analyses indicate that not only gender stereotypes play a role in the way judicial candidates create their advertisements, but they also impact the way voters form opinions about candidates running in judicial races. / Dissertation/Thesis / Masters Thesis Political Science 2017

Syften med studien var att undersöka om en kvinna uppfattas vara lika lämplig som en man till en ledarskapsposition samt om män innehar högre grad sexistiska attityder i jämförelse med kvinnor. Deltagare var 72 studenter (36 kvinnor och 36 män) i åldrarna 20–34 (M = 23) från en stad i Mellansverige. Deltagarna läste en vinjett om en manlig eller kvinnlig chef och skattade chefens egenskaper och förmågan att genomföra ett förändringsarbete. Därefter fyllde de i Ambivalent Sexism Inventory (ASI) och Swedish Modern Sexism Scale (SMSS). Resultatet visade att chefens kön inte påverkade bedömningen av chefens lämplighet. Men männen ansåg tillskillnad mot kvinnorna, att chefen var mindre lämplig. Hypotesen angående könsskillnader i sexism bekräftades inte eftersom män och kvinnor skattade lika i ASI och SMMS. Slutsatser som drogs var att studenter inte associerar maskulinitet med ledarskapspositioner och att de innehar låg grad av sexistiska attityder. / -

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In this study, 174 undergraduates from the University of Central Florida were asked to rate individual human and animal avatar features from the video game Spore on their level of femininity, masculinity, likability, and how well the feature represented them on a 7 point Likert scale of agreeability. Avatar features were presented on a neutral gray, quadruped body in two different views. It was expected that participants would show higher likability for avatar features that they perceived as corresponding to their Personal Attribute Questionnaire (PAQ) gender. Males liked feminine features approximately the same as females, however, in many categories females liked the most masculine features more than the most feminine features. Males liked the most masculine body detail feature more than females, and females liked the most masculine body detail more than males. It also was anticipated that avatar features rated as having both low femininity and low masculinity would be the features rated lowest in likability overall. These features did not have the lowest likability, but were somewhat close to neutral in likability. These results have implications for likable avatar creation for businesses, the military, and education.

The aim of this degree project is to investigate how masculinity and femininity are represented and if there is any over-representation of female and male characters in the English textbook Wings 7 Blue. Previous research on gender is presented as help in understanding the complexity within gender issues. The results show that males are overrepresentedand mentioned more than females, both in regard to illustrations and texts. Thisdegree project also shows evidence of an existing stereotypical image of the sexes, both in personality traits and occupations. It is shown that Wings 7 Blue enforces gender conformity among young people and does therefore not fulfill the requirements of the steering document in regard to gender equality.

Syfte: Vi vill undersöka hur media framställer Magdalena Andersson som statsminister kontra hur media framställt tidigare statsminister Stefan Löfven. Metod: Insamlingen av empirin har skett genom en kvantitativ innehållsanalys av reportage hämtade från sex olika webbtidningar, där totalt 140 reportage och bilder har analyserats. Resultat och slutsats: Resultatet av vår studie visar att det finns en skillnad i hur media väljer att porträttera Magdalena Andersson jämfört med hur de porträtterat Stefan Löfven. Vår studie visar därmed hur media via sin porträttering låter samhällets könsstereotyper finnas kvar. Detta genom att göra skillnad i vilka frågor som ställs, vad som väljs ut och vad som inte tas upp. Exempelvis hur Andersson i flertalet reportage benämns som ”kvinnliga statsministern” medan Löfven endast benämns som ”statsministern”. Fortsättningsvis väljer journalisterna att fråga Andersson om familjen och hennes make, medan i Löfvens reportage väljer journalisterna att inte lyfta liknande frågor om familj.  Examensarbetets bidrag: Studien bidrar till att ge bild av hur medias porträttering skiljer sig gällande de två ministrarna. Eftersom Magdalena Andersson är Sveriges första kvinnliga statsminister samt relativt nyss tillsatt, finns vid vår vetskap ingen tidigare studie på denna porträttering.    Förslag till fortsatt forskning: Att undersöka om journalisterna är medvetna om dessa skillnader som porträtteras? Har journalisterna riktlinjer via deras arbetsgivare kring dessa stereotypiska särskiljningar? En liknande undersökning hade även varit intressant att göra när Magdalena Andersson varit statsminister under en längre period. / Aim: We want to investigate how the media portray Magdalena Andersson as Prime Minister versus how the media portrayed former Prime Minister Stefan Löfven. Method: The collection of empirical material as taken place through a quantitative content analysis of reports taken from six different web magazines, where a total of 140 reports and images have been analysed. Result and conclusions: The result of our study shows that there is a difference in how the media chooses to portray Magdalena Andersson compared to how they portrayed Stefan Löfven. Our study thus shows how the media, through its portrayal, allows society's gender stereotypes to remain. This is by making a difference in which questions are asked, what is selected and what is not addressed. For example, how Andersson is referred to in the majority of reports as the "female prime minister" while Löfven is only referred to as the "prime minister". Continuing, the journalists choose to ask Andersson about the family and her husband, while in Löfven's report the journalists choose not to raise similar questions about family. Contribution of the thesis: The study helps to provide a picture of how the media's portrayal differs regarding the two prime ministers. Since Magdalena Andersson is Sweden's first female prime minister and relatively recently appointed, to our knowledge there is no previous study on this portrayal. Suggestions for future research: To investigate whether journalists are aware of these differences that are portrayed? Do journalists have guidelines through their employers about these stereotypical distinctions? A similar survey would also have been interesting to do when Magdalena Andersson has been Prime Minister for a longer period.

A modified grounded theory approach was used to analyze 200 parenting blog posts for instances of conforming to or deviating from gender stereotypes. A plethora of research recognizes the negative effects of perpetuating stereotypes on such aspects of life and culture as self-concepts, concepts of others, opportunities, obstacles, and occupations. Social cognitive theory informs how these gender stereotypes can affect parents even through blogs and how parents can then affect their children. Thus, research question one asked: Are there gendered instances in parenting blogs that deviate from or conform to a gender stereotype? and research question two asked: What categories and themes of gendered instances that deviate from or conform to a gender stereotype are present in the blogs? What categories and themes are most prevalent in the blogs? Findings indicated that there were gendered instance in the parenting blogs. Although only 30% of the analyzed blog posts contained gendered instances of deviating from or conforming to stereotypes, 75.6% of those instances were found to conform to a gender stereotype rather than deviate. Moreover, the categories that were present in the blog were as follows: Unrealistic Domestic Goddess, Perceived Gender Conformity of Children, Part-time Domestic Father, Realistic Domestic Mother, Normalizing Feminine Characteristics and Interests in Sons, Full-time Domestic Father, Negative Stereotypes Against Women, and Perceived Gender Nonconformity of Children. The category that was by far the most prevalent was the Unrealistic Domestic Goddess as 75.6% of the gendered instances fell under this category. / Master of Arts / Social media have become important communication media in the last several years with more than 252 million people from the United States utilizing at least one social networking site in 2016, and an estimated 2.95 billion users worldwide in 2020 (Statista, 2016) This is no less true for one form of social media called the blog, as evidenced by the 67% of Internet users who read blogs several times a week and 46% of Internet users reading blogs more than once a day (Marketpath, 2017). An impressive number of these Internet users are parents reading parenting blogs. Although exact statistics of how many parents read parenting blogs are not available, in 2010 more than 17 million mothers read blogs monthly (eMarket, 2010). A plethora of research recognizes the negative effects of perpetuating stereotypes on such aspects of life and culture as self-concepts, concepts of others, opportunities, obstacles, and occupations. Social cognitive theory informs how these gender stereotypes can affect parents even through blogs and how parents can then affect their children. Therefore, this study examined 200 blog posts from parenting blogs to determine if instances of conforming to or deviating from gender stereotypes were present in the blogs, what categories embodied these instances, and what categories were most prevalent. Although only 30% of the analyzed blog posts contained gendered instances of deviating from or conforming to stereotypes, 75.6% of those instances were found to conform to a gender stereotype rather than deviate. Moreover, the categories that were present in the blog were as follows: Unrealistic Domestic Goddess, Perceived Gender Conformity of Children, Part-time Domestic Father, Realistic Domestic Mother, Normalizing Feminine Characteristics and Interests in Sons, Full-time Domestic Father, Negative Stereotypes Against Women, and Perceived Gender Nonconformity of Children. The category that was by far the most prevalent was the Unrealistic Domestic Goddess as 75.6% of the gendered instances fell under this category.